The brand will utilise the funds to accelerate platform expansion, research and development, key talent hiring and working capital for high-velocity stock-keeping units (SKUs)
Antinorm, a beauty brand built for fast-moving women, has raised Rs 28 crore in a seed round led by Fireside Ventures. The round also saw participation from existing investors V3 Ventures and Rukam Capital, the company stated.
Antinorm will utilise the fresh capital across three core priorities. The first is platform expansion and research and development (R&D), strengthening its digital ecosystem, accelerating direct-to-consumer (D2C) scale, and building depth across offline and online distribution channels.
The funds will be used for hiring, bringing in best-in-class talent across product, growth, internal R&D and operations to drive the next phase of scale. The company will use the funds towards working capital, ensuring consistent availability of high-velocity stock-keeping units (SKUs) to support rising demand and enable consistent growth.
“This funding will be used to accelerate our product pipeline, strengthen R&D and operational capabilities, invest in key talent, and scale our omnichannel presence. It positions us well to meet rising consumer demand and build Antinorm into a category-defining beauty brand,” stated Aparna Saxena, Founder and Chief Executive Officer (CEO), Antinorm.
Antinorm plans to introduce up to seven category-creating products across beauty, personal care and hybrid innovation formats. The brand has seen accelerated month-on-month traction since opening, driven by strong consumer repeat rates and demand across channels, as per the official statement.
“Our decision to invest in Antinorm was driven by its sharp consumer insight, strong traction and clear focus on building functional, high-performance products. Aparna brings a strong customer-first perspective, and we are excited to partner with her as she builds a disruptive beauty brand for modern consumers,” stated Varun Varma, Principal, Fireside Ventures.
